MK 120 final exam advertising campaign

MK 120 final exam advertising campaign - Shaina Hudgel Mk...

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Shaina Hudgel Mk 120 Final Exam Advertising Campaign July 30, 2015 Flo from Progressive Insurance Agency When thinking about the different advertising campaigns out there, many come to mind. There is the Geico Gecko, Jake from State Farm, the Kia Hamsters and many others. The one that stood out the most though was Flo from Progressive Insurance Agency. Every day I see a commercial on TV, hear a commercial on the radio and even see billboards and print ads with Flo in the papers and on the internet. Flo is the face of the corporation. She embodies the values of Progressive Insurance Agency to a point that I have never seen or heard of before. I believe, that she is the longest ad campaign that I can ever remember seeing. The fact that Flo is a woman and extremely hilarious, sets her and the campaign apart from all the others, at least in my opinion. So, after much consideration and deliberation, I have chosen the advertising campaign of Flo from Progressive Insurance Agency as the advertising campaign for this paper. If you consider all the different Progressive commercials, you can see that Progressive is trying to target people in all ages and stages of life. There are commercials aimed at the young, hip, single consumers, as well as commercials aimed at young families and senior citizens. They are trying to pull in people from all walks of life using facts and humor through Flo, the commercial Progressive employee. Based on the commercials, I would have to say the Progressive is using database marketing techniques to create the different ads based on what the people want, which is then based on their current age and stage of life. Progressive went from
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offering just auto insurance to offering RV, boat, home, renters, condo, mobile home, motorcycle, PWC, snow mobile, travel trailer, ATV, golf cart, Segway, life, health, pet, flood, business, travel and so many more different types of insurance. They want to be able to reach absolutely everyone by being offering insurance on a very wide variety of items and on a plan that consumers create for themselves based on what they can afford. Progressive does not force themselves into a box that was created for just one type of consumer; they made sure to broaden their focus to reach as many consumers as they possibly can. Everybody wants to have insurance on the things most important in their lives. Things like their homes, vehicles, health, pets, business, travel, etc. At the same time, we, as consumers, all want to spend as little as possible while receiving the biggest benefit possible from a product or service. Progressive turns our need for these things into a want. Do we need to use a special little scanner to find the lowest prices possible? No. Progressive makes our want for affordable insurance coverage into a need by creating an easy way for us to compare their prices to many other companies. We want to save that extra money for rainy days and emergencies; now that it is achievable, we see it as a both a want and need.
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